Dividing age groups into manageable, targetable sections makes a lot of sense, but of course it does not come without drawbacks.
There are obvious differences between the generations, and the ability to profile a person’s consumption based on their date of birth saves a lot of time, but it only works on large scale and does not take into account localised preferences. It is, in essence, a very broad-brush approach to product development. But, despite recent focuses on increased personalisation of personal care products, the industry remains largely structured in favour of a ‘one size fits all’ format.
In recent months there has been some discussion on how to create products that appeal to consumers who fall under the terms ‘Millennials’ and ‘Generation Z’. On the face of it, these two groups have very similar values, and importantly both have grown up with the internet and social media as an ordinary part of their lives (‘digital natives’). But there are some subtle differences between the two, which can make creating products tricky.
Who are Millennials and Generation Z?
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